Allbirds is kicking of its new era with a new marketing platform that gets to core of its DNA.
The eco-friendly footwear company this week debuted “Allbirds by Nature,” a new campaign that plays on the dual meanings of the word nature in the physical world and the human spirit.
“We landed at this campaign because it really does surround why we exist,” Kelly Olmstead, Allbirds’ chief marketing officer, told FN in an interview. “We exist in service of nature. That’s what makes us special and different. It’s something that no other brand can really do. And on the other side of that, we want to celebrate people’s journey to be their best selves and this other duality around human nature.”
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The first iteration of this new platform, “Effortless by Nature,” kicked off this week to celebrate the launch of Allbirds’ new Tree Glider shoe. In this articulation, the “by Nature” campaign touts the on-the-go, lightweight elements of the brand’s newest silhouette. Allbirds also partnered with fitness and lifestyle influencer Melissa Wood-Tepperberg, founder of Melissa Wood Health, to tell the story of the new style for this launch.
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“We know that what you wear on your feet is a signal to the world about what you believe in. And we want to tell that story and make sure that we’re representing that for our consumers,” Olmstead said. “Effortless by nature, comfortable by nature, recycled by nature, it’s endless [possibilities]. So this is really just the first chapter.”
Olmstead took on the CMO role in December, months after Allbirds announced its intention to reset its business after several quarters of falling sales. The turnaround plan announced in March 2023 centered on revamping product, optimizing U.S. distribution and store profitability, re-evaluating the international strategy and improving cost savings. The brand, which was also challenged by an unsuccessful push into the activewear space, also said it would refocus on core styles like the Wool Runner.
Since then, Allbirds made progress in line with these key goals. In an earnings call with analysts last week, chief executive officer Joe Vernachio said the company will now move on to the next stage of its transition and will focus on bolstering three key areas: product, storytelling and shopping experience. He also said Allbirds would increase its marketing spend through the second half of 2024 to drive more brand awareness ahead of new product launches in 2025.
This renewed focus on marketing and storytelling, which is now helmed by the “Allbirds by Nature” campaign, will be present in owned-stores, wholesale partner doors, social media and on streaming and television channels.
“It’s just our opportunity to really embrace what makes us great, and that’s different than what makes a Nike or Adidas great. And it’s different than what makes a Birkenstock great,” said Olmstead, a veteran of the Three Stripes herself. “We’re in our lane. And I think where we’re headed is really only something that Allbirds can deliver.”
